The advertiser has multiple creatives assigned to a single line items
A line item has automated bidding strategy
There isn’t sufficient targeting set for the line item
Creatives are disapproved due to ad policy issues

When the auction is taking place on the exchange, the creative is called to determine its quality score.
When an impression becomes available, Bid Manager searches multiple ad servers for the right creative.
A creative is assigned to a line item in Bid Manager, which automatically adds the creative to the ad server.
An ad tag becomes a creative in Bid Manager, and when the creative loads, it calls the appropriate ad server.

Templatized forms, such as “terms and conditions” agreements
The ability to buy programmatic inventory between a buyer and seller
A creative API that lets an advertiser build Rich Media ads
A guaranteed minimum number and costs of ad impressions